The Sunday Mail
Features and Arts Editor
THE Zimbabwe Tourism Authority (ZTA) officially launched the “Meet in Zimbabwe” campaign as it angles to revive the tourism sector.
The campaign was unveiled during the just-ended Sanganai/Hlanganani World Tourism Expo. Running under Meetings, Incentives, Conferences and Exhibitions (MICE), the “Meet in Zimbabwe” campaign is expected to bring local tourism back to life, especially following a Covid-19-induced coma.
Most countries have adopted a number of strategies to revive tourism following the global setback created by the pandemic.
Speaking during the expo, acting Minister of Environment, Climate, Tourism and Hospitality Industry, Dr Jenfan Muswere, said Zimbabwe was ready host people from across the world.
“MICE is going to be one of the key pillars to turn around our tourism and will make sure that we improve the sector’s contribution to the country’s Gross Domestic Product (GDP),” he said.
“We are enforcing all Covid-19 protocols. We should all meet in Zimbabwe as we launch this ‘Meet in Zimbabwe’ campaign. This campaign is testimony to Government’s explicit goal in terms of ensuring that the tourism sector recovers.”
The Government, he added, had removed a number of taxes that were making local tourism products expensive.
Over the past two years, more than US$100 million has been spent refurbishing local facilities and creating new products.
“Annually, US$805 billion is being utilised in the MICE business, and it is expected that in the next two years, the tourism sector business, anchored on MICE, will move to at least US$1,4 trillion,” he said.
ZTA acting chief executive officer Givemore Chidzidzi encouraged unity among industry players.
“The future of MICE lies in the industry’s ability to adapt to the new normal. We need to adhere to all Covid-19 protocols. Also, players have to work together as opposed to competing so that we get better results,” said Chidzidzi.
MICE events are forecast to help boost domestic and international tourism.
Players in different sectors of the economy are also expected to engage ZTA in organising events to come up with lucrative packages.
Zimbabwe boasts of several international events that can be leveraged on to boost the “Meet in Zimbabwe” campaign.
MICE expert and ZTA senior executive Mrs Tesa Chikaponya believes more still needs to be done for the campaign to be a success.
“More people should be vaccinated so that we boost arrivals. Furthermore, we need to make sure that we have the appropriate equipment for events, modernise our facilities, build new infrastructure and have an adequate power supply.
“We can still advance our tourism even against the backdrop of Covid-19,” she said.
Arts practitioner Walter Wanyanya noted that the sector is crucial in promoting MICE.
“In Europe, soccer is being played and thousands are gathering because they have been vaccinated. Let us all get vaccinated so that we fully open the sector,” said Wanyanya.
“Events like Victoria Falls Carnival, Sanganai, ZITF, Ngoma Nehosho, among others, attract thousands of people and we need similar events in different major cities around the country.”
This year’s edition of Sanganai/Hlanganani was hosted virtually from October 27-29 owing to restrictions on movement and gatherings.
The annual tourism fair is organised by ZTA to showcase Zimbabwe and Africa’s best tourism products.
It seeks to boost business-to-business exchange through speed-networking between accommodation providers, tour operators, local authorities and suppliers.
The fair attracts international visitors and media.
